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Social Groups Quick Reference Guide 2020 Cultural Official Average SESI SG LS Name Population Households Size (%) Diversity Income Level Age of Maintainer Family Status Language Income ($) Index 3 F1 F2 Asian Sophisticates 369,290 108,362 0.72 Non-Official High 151,292 Upscale Middle-Aged Families 7 F1 M1 Mature & Secure 700,003 231,570 1.55 English Medium 165,530 Upscale Older & Mature Families/Couples 18 F1 F2 Multicultural Corners 860,964 273,429 1.83 Non-Official High 127,639 Upper-Middle Middle-Aged Families 10 F2 F2 Asian Achievement 526,312 157,851 1.06 Non-Official High 110,740 Upper-Middle Middle-Aged & Older Families 20 F2 Y2 New Asian Heights 426,035 220,494 1.47 Non-Official High 82,236 Lower-Middle Younger Singles/Couples 27 F2 F3 Diversité Nouvelle 625,395 221,582 1.48 Non-Official High 109,184 Middle Younger & Middle-Aged Families 30 F3 F2 South Asian Society 311,734 79,941 0.53 Non-Official High 99,045 Middle Middle-Aged Families 31 F3 F3 Metro Melting Pot 872,043 277,211 1.85 Non-Official High 94,871 Middle Middle-Aged & Older Families 32 F3 F1 Diverse & Determined 564,592 256,120 1.71 English High 91,756 Middle Younger & Middle-Aged Single/Families 14 R1 F3 Kick-Back Country 517,828 182,926 1.22 English Low 145,714 Upscale Middle-Aged Families/Couples 26 R1 F3 Country Traditions 787,202 300,000 2.01 English Low 120,026 Upper-Middle Middle-Aged & Older Couples/Families 33 R1 F3 New Country 627,732 222,870 1.49 English Low 103,919 Middle Middle-Aged Couples/Families 41 R2 M1 Down to Earth 1,004,357 396,621 2.65 English Low 95,009 Middle Older Couples/Families 48 R2 F3 Agri-Biz 388,845 137,536 0.92 English Low 92,173 Middle Middle-Aged & Older Couples/Families 49 R2 M2 Backcountry Boomers 842,869 367,134 2.46 English Low 79,163 Lower-Middle Older Couples/Singles 50 R2 M2 Country & Western 762,586 286,976 1.92 English Low 90,761 Middle Older Singles/Couples 46 R3 M1 Patrimoine Rustique 338,416 154,754 1.04 French Low 86,016 Middle Older Couples/Singles 54 R3 F3 Vie au Village 732,522 300,994 2.01 French Low 77,002 Lower-Middle Middle-Aged Mixed 63 R3 M1 Amants de la Nature 508,934 232,072 1.55 French Low 71,941 Lower-Middle Older Couples/Singles 4 S1 F3 Turbo Burbs 489,718 162,533 1.09 English Low 212,649 Upscale Middle-Aged Families/Couples 5 S1 F2 First-Class Families 757,060 232,200 1.55 English Low 186,272 Upscale Middle-Aged Families 9 S1 M1 Boomer Bliss 605,055 234,675 1.57 English Low 139,963 Upper-Middle Older & Mature Couples/Families 8 S2 F2 Multiculture-ish 880,563 246,456 1.65 Non-Official High 157,740 Upscale Middle-Aged Families 11 S2 Y3 Modern Suburbia 1,000,904 317,626 2.12 Non-Official High 137,614 Upper-Middle Younger & Middle-Aged Families 19 S3 F3 Family Mode 1,034,278 337,797 2.26 English Low 141,436 Upscale Middle-Aged Families 24 S3 Y3 All-Terrain Families 422,039 147,716 0.99 English Low 135,600 Upper-Middle Younger & Middle-Aged Families 25 S3 F3 Suburban Sports 973,860 340,300 2.28 English Low 124,461 Upper-Middle Younger & Middle-Aged Families/Couples 13 S4 F2 Vie de Rêve 548,474 183,682 1.23 French Low 175,149 Upscale Middle-Aged Families 29 S4 F3 C'est Tiguidou 960,743 364,498 2.44 French Low 111,417 Upper-Middle Middle-Aged & Older Couples/Families 34 S4 F3 Familles Typiques 644,771 245,965 1.65 French Low 106,929 Middle Younger & Middle-Aged Families 38 S5 F3 Stressed in Suburbia 742,296 269,217 1.80 English Low 102,402 Middle Younger & Middle-Aged Families 43 S5 F3 Happy Medium 482,247 186,583 1.25 English Low 96,845 Middle Mixed Couples/Families 21 S6 M2 Scenic Retirement 511,779 223,007 1.49 English Low 103,982 Middle Older & Mature Couples/Singles 45 S6 M1 Slow-Lane Suburbs 446,355 189,338 1.27 English Low 86,277 Middle Older & Mature Singles/Couples 53 S6 M2 Silver Flats 196,589 119,023 0.80 English Low 59,918 Downscale Mature Singles 62 S6 M2 Suburban Recliners 481,032 233,910 1.56 English Low 64,176 Downscale Older Singles/Couples 35 S7 M1 Vie Dynamique 423,025 184,000 1.23 French Low 90,109 Middle Older Couples/Singles 42 S7 F1 Banlieues Tranquilles 260,634 107,876 0.72 French Low 95,773 Middle Middle-Aged & Older Couples/Families 59 S7 F1 La Vie Simple 435,681 210,263 1.41 French Low 69,376 Lower-Middle Mixed Singles/Couples 37 T1 F1 Keep on Trucking 183,319 74,341 0.50 English Low 113,563 Upper-Middle Younger & Middle-Aged Mixed 58 T1 M1 Old Town Roads 398,425 146,150 0.98 English Low 71,312 Lower-Middle Older Couples/Singles 66 T1 F2 Indigenous Families 486,250 159,324 1.07 Non-Official Low 79,362 Lower-Middle Younger & Middle-Aged Families 1 U1 M1 The A-List 281,999 90,425 0.60 English Low 545,511 Very Wealthy Mixed Families/Couples 2 U1 M1 Wealthy & Wise 353,338 117,499 0.79 English Low 257,777 Wealthy Older & Mature Families/Couples 6 U1 F1 Downtown Verve 455,371 180,330 1.21 English Low 170,830 Upscale Younger & Middle-Aged Mixed 16 U2 M1 Savvy Seniors 714,950 315,614 2.11 English Low 115,726 Upper-Middle Older Singles/Couples 23 U2 M1 Mid-City Mellow 910,785 297,151 1.99 English Low 112,347 Upper-Middle Older & Mature Families/Couples 36 U2 F3 Middle-Class Mosaic 629,576 217,767 1.46 English High 93,107 Middle Mixed Mixed 51 U2 M2 On Their Own Again 446,716 283,860 1.90 English Medium 62,291 Downscale Older Singles 12 U3 Y1 Eat, Play, Love 633,711 388,226 2.60 English High 124,418 Upper-Middle Younger Singles 22 U3 Y2 Indieville 520,373 208,003 1.39 English Low 109,922 Middle Younger & Middle-Aged Singles/Couples 40 U3 Y1 Les Énerjeunes 453,223 248,258 1.66 French Low 69,976 Lower-Middle Young Singles 47 U3 Y1 Social Networkers 329,067 190,663 1.28 Non-Official High 55,523 Low Young Singles 55 U3 F1 Enclaves Multiethniques 436,546 179,390 1.20 Non-Official High 57,598 Downscale Younger & Middle-Aged Singles/Families 15 U4 F2 South Asian Enterprise 800,543 196,082 1.31 Non-Official High 119,291 Upper-Middle Middle-Aged Families 17 U4 F3 Asian Avenues 263,473 86,021 0.58 Non-Official High 99,905 Middle Mixed Families/Singles 61 U4 F3 Came From Away 723,919 305,923 2.05 Non-Official High 61,403 Downscale Middle-Aged Singles/Families 64 U4 F3 Midtown Movers 448,892 163,439 1.09 Non-Official High 67,089 Lower-Middle Younger & Middle-Aged Families/Singles 28 U5 Y1 Latte Life 182,302 115,585 0.77 English Low 91,040 Middle Younger Singles 52 U5 Y2 Friends & Roomies 663,031 346,755 2.32 English High 68,137 Lower-Middle Young Singles/Families 57 U5 Y2 Juggling Acts 514,398 216,465 1.45 English Low 81,088 Lower-Middle Younger Singles/Families 60 U5 F1 Value Villagers 568,744 230,761 1.54 English Low 72,253 Lower-Middle Mixed Mixed 67 U5 Y2 Just Getting By 710,713 360,602 2.41 English Low 45,670 Low Younger Singles/Families 39 U6 F1 Évolution Urbaine 345,815 154,580 1.03 French Low 85,368 Middle Mixed Singles/Families 44 U6 M2 Un Grand Cru 276,889 135,506 0.91 French Low 84,050 Middle Older & Mature Singles/Couples 56 U6 Y2 Jeunes Biculturels 442,495 219,621 1.47 French Medium 58,285 Downscale Younger & Middle-Aged Singles/Families 65 U6 M2 Âgés & Traditionnels 739,979 375,394 2.51 French Low 46,778 Low Older Singles

Age of SESI SG LS Name Education Job Type Dwelling Type Residency Children

3 F1 F2 Asian Sophisticates University White Collar 15+ Single Detached Own 7 F1 M1 Mature & Secure University White Collar 10+ Single Detached Own 18 F1 F2 Multicultural Corners University/College/High School Service Sector/White Collar <20 Single Detached/Row Own 10 F2 F2 Asian Achievement University/High School Service Sector/White Collar 5-24 Single Detached/Duplex/Row Own & Rent 20 F2 Y2 New Asian Heights University White Collar/Service Sector 10+ Apartments Own & Rent 27 F2 F3 Diversité Nouvelle University/Trade School/College Service Sector/White Collar Mixed Single Detached/Low Rise Apt/Semi Own 30 F3 F2 South Asian Society Grade 9/High School Blue Collar/Service Sector <20 Duplex/Low Rise Apt/Single Detached Own & Rent 31 F3 F3 Metro Melting Pot University/High School/Grade 9 Mixed 15+ Mixed Own & Rent 32 F3 F1 Diverse & Determined University/College/High School Service Sector/White Collar Mixed Mixed Own & Rent 14 R1 F3 Kick-Back Country Mixed Blue Collar 10+ Single Detached Own 26 R1 F3 Country Traditions Mixed Blue Collar/Service Sector Mixed Single Detached Own 33 R1 F3 New Country Mixed Primary/Blue Collar Mixed Single Detached Own 41 R2 M1 Down to Earth Mixed Blue Collar/Service Sector Mixed Single Detached Own 48 R2 F3 Agri-Biz Grade 9/High School/Trade School Primary/Blue Collar <15 Single Detached Own 49 R2 M2 Backcountry Boomers Mixed Blue Collar/Primary 5-24 Single Detached Own 50 R2 M2 Country & Western Mixed Primary/Blue Collar 10+ Single Detached Own 46 R3 M1 Patrimoine Rustique Mixed Mixed 5-24 Single Detached Own 54 R3 F3 Vie au Village Trade School/Grade 9 Mixed Mixed Single Detached Own 63 R3 M1 Amants de la Nature Trade School/Grade 9 Primary/Blue Collar Mixed Single Detached Own 4 S1 F3 Turbo Burbs University/College/High School White Collar/Service Sector 10+ Single Detached Own 5 S1 F2 First-Class Families University/College/High School White Collar/Service Sector 5-24 Single Detached Own 9 S1 M1 Boomer Bliss University/College White Collar 10+ Single Detached Own 8 S2 F2 Multiculture-ish University/College White Collar/Service Sector 10+ Single Detached Own 11 S2 Y3 Modern Suburbia University/College Mixed 5-24 Single Detached/Row Own 19 S3 F3 Family Mode College/High School Mixed 10+ Single Detached Own 24 S3 Y3 All-Terrain Families College/Trade School/High School Blue Collar/Service Sector <10 Single Detached/Semi/Row Own 25 S3 F3 Suburban Sports Mixed Service Sector/Blue Collar <15 Single Detached/Duplex Own 13 S4 F2 Vie de Rêve University/College/Trade School White Collar/Service Sector 10+ Single Detached Own 29 S4 F3 C'est Tiguidou Trade School/College Service Sector/White Collar <20 Single Detached Own 34 S4 F3 Familles Typiques Trade School/College Mixed 10+ Single Detached/Low Rise Apt/Semi Own 38 S5 F3 Stressed in Suburbia College/High School Service Sector/Blue Collar Mixed Single Detached/Semi/Row Own 43 S5 F3 Happy Medium Mixed Blue Collar/Service Sector 10+ Single Detached Own 21 S6 M2 Scenic Retirement College/High School Mixed Mixed Single Detached Own 45 S6 M1 Slow-Lane Suburbs College/High School Service Sector/White Collar 15+ Single Detached/Low Rise Apt Own & Rent 53 S6 M2 Silver Flats Mixed Service Sector/White Collar Mixed Apt 5+/Low Rise Apt Rent & Own 62 S6 M2 Suburban Recliners Grade 9/High School/College Service Sector/Blue Collar Mixed Single Detached/Low Rise Apt Own & Rent 35 S7 M1 Vie Dynamique Mixed Service Sector/White Collar 10+ Single Detached/Semi Own 42 S7 F1 Banlieues Tranquilles Trade School/Grade 9/College Blue Collar/Service Sector Mixed Single Detached Own 59 S7 F1 La Vie Simple High School/Grade 9/Trade School Service Sector/Blue Collar Mixed Low Rise Apt/Single Detached/Duplex Rent & Own 37 T1 F1 Keep on Trucking Mixed Blue Collar/Service Sector 10+ Single Detached Own 58 T1 M1 Old Town Roads Mixed Blue Collar/Service Sector Mixed Single Detached/Low Rise Apt Own 66 T1 F2 Indigenous Families Grade 9/High School Mixed <15 Single Detached Band 1 U1 M1 The A-List University White Collar 10-24 Single Detached Own 2 U1 M1 Wealthy & Wise University White Collar 15+ Single Detached Own 6 U1 F1 Downtown Verve University White Collar 5-24 Single Detached/Low Rise Apt/Semi Own & Rent 16 U2 M1 Savvy Seniors University/College/High School White Collar/Service Sector Mixed Mixed Own 23 U2 M1 Mid-City Mellow College/High School Mixed 5-24 Single Detached Own 36 U2 F3 Middle-Class Mosaic High School/Grade 9/College Blue Collar/Service Sector Mixed Single Detached/Semi-Detached Own 51 U2 M2 On Their Own Again Mixed Service Sector/White Collar Mixed Apt 5+ Rent 12 U3 Y1 Eat, Play, Love University White Collar 10+ Apt 5+ Rent & Own 22 U3 Y2 Indieville University White Collar/Service Sector <20 Low Rise Apt/Semi/Duplex Own & Rent 40 U3 Y1 Les Énerjeunes University/College/High School White Collar/Service Sector <15 Low Rise Apt Rent 47 U3 Y1 Social Networkers University/High School Service Sector/White Collar <5, 20+ Apartments Rent 55 U3 F1 Enclaves Multiethniques Grade 9/Trade School Service Sector 5-24 Low Rise Apt/Duplex Rent 15 U4 F2 South Asian Enterprise University/High School Blue Collar/Service Sector <20 Single Detached/Semi/Duplex Own 17 U4 F3 Asian Avenues High School/Grade 9/University Service Sector/White Collar 15+ Duplex/Single Detached/Low Rise Apt Own & Rent 61 U4 F3 Came From Away Mixed Service Sector 10+ Apartments Rent 64 U4 F3 Midtown Movers Grade 9/High School Service Sector/Blue Collar <15 Single Detached/Row/Low Rise Apt Rent & Own 28 U5 Y1 Latte Life University White Collar/Service Sector <5, 20+ Apartments Rent 52 U5 Y2 Friends & Roomies University/High School Service Sector/White Collar 5-24 Low Rise Apt/Apt 5+/Single Detached Rent 57 U5 Y2 Juggling Acts High School/Grade 9/College Service Sector/Blue Collar 5-24 Single Detached/Low Rise Apt/Row Own & Rent 60 U5 F1 Value Villagers Mixed Blue Collar/Service Sector Mixed Single Detached Own 67 U5 Y2 Just Getting By Grade 9/High School/College Service Sector/Blue Collar <15 Low Rise Apt/Single Detached Rent 39 U6 F1 Évolution Urbaine University/Trade School White Collar/Service Sector Mixed Low Rise Apt/Duplex Rent & Own 44 U6 M2 Un Grand Cru Mixed Service Sector/White Collar Mixed Low Rise Apt/Single Detached Own & Rent 56 U6 Y2 Jeunes Biculturels Mixed Service Sector/White Collar 5-24 Low Rise Apt/Duplex Rent 65 U6 M2 Âgés & Traditionnels Grade 9/High School/Trade School Service Sector/Blue Collar <15 Low Rise Apt/Duplex Rent

The wealthiest social group, Urban Elite consists of affluent families and couples living in the nation’s largest cities. Typically found in exclusive, established neighbourhoods, these three segments feature luxurious single‐detached, semi‐detached and duplex homes worth an average of $1.2 million. The middle‐ aged and older maintainers are mostly university educated, work at white‐collar and management positions, and earn incomes over two‐and‐a‐half times the national average. A majority of households contain first‐ and second‐generation Canadians, including a significant presence of Asian and Jewish residents. Reflecting their lofty incomes, these adults have rich cultural lives, with a fondness for theatre, ballet, opera, museums and art galleries. And most can afford a variety of leisure activities, from downhill skiing and golfing to attending pro sports events and travelling abroad. Active in the community, they like to give back by working on social issues and supporting a wide range of causes. They keep up with the news by watching CBC News Network, reading daily newspapers and subscribing to business magazines—whether in print or on their tablets.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.6 5.1 89 Agriculture 0.3 1.5 19 Kids under 5 14.0 16.8 83 5 to 14 10.7 10.8 99 White Collar 36.6 22.3 164 5 to 9 16.3 17.9 91 15 to 24 13.1 11.9 110 Grey Collar 23.3 25.2 92 10 to 14 17.7 17.6 101 25 to 44 25.4 27.2 94 Blue Collar 9.9 16.2 61 15 to 19 18.8 17.5 107 45 to 64 28.7 26.9 107 Education 20 to 24 15.4 13.4 115 65 to 74 10.5 10.4 101 No High School 8.3 16.5 50 25+ 17.8 16.7 107 75 to 84 4.9 5.4 92 High School 19.1 26.6 72 85+ 2.0 2.3 88 Trade School 3.0 9.2 33 Dwellings Home Language College 13.8 20.0 69 Tenure English 85.7 67.4 127 Some University 2.0 2.3 88 Own 80.3 67.7 119 French 4.6 20.1 23 University 53.8 25.4 212 Rent 19.7 31.9 62 Non‐Official 9.8 12.4 78 Income Band Housing 0.0 0.4 0 Immigration Avg Hhd Income $284,407 $104,603 272 Period of Construction Immigrant Population 25.4 23.0 111 Before 1960 45.3 20.7 219 Before 2001 58.9 47.6 124 Households 1961 to 1980 17.5 28.7 61 2001 to 2005 8.1 10.5 77 Maintainer Age 1981 to 1990 9.3 12.9 72 2006 to 2010 8.5 12.0 71 Under 25 1.8 3.0 59 1991 to 2000 8.5 12.1 70 2011 to 2016 9.0 13.8 65 25 to 34 10.2 14.6 70 2001 to 2005 5.1 6.4 79 2017 to present 15.5 16.0 97 35 to 44 17.1 17.6 97 2006 to 2010 4.8 7.2 67 Visible Minority 45 to 54 20.6 18.1 114 2011 to 2016 4.8 6.7 71 Vis Min Presence 23.8 25.8 92 55 to 64 22.2 20.3 110 2017 to present 4.9 5.3 92 Marital Status 65 to 74 16.7 15.5 107 Type Single 28.6 29.0 99 75+ 11.4 11.0 104 Single‐detached 57.9 52.8 110 Married/Common Law 60.8 56.9 107 Size Semi‐detached 10.4 5.0 206 Wid/Div/Sep 10.6 14.1 75 1 person 19.8 28.3 70 Row 5.4 6.6 82 Mode of Transport 2 people 33.4 34.3 97 Duplex 7.6 5.7 134 Car 66.9 78.5 85 3 people 17.5 15.2 115 Lowrise (<5 Stories) 15.3 18.1 84 Public Transit 20.6 13.0 159 4+ people 29.4 22.2 132 Highrise (5+ Stories) 3.1 10.2 31 Class of worker Family Status Mobile 0.0 1.3 3 Employed 67.6 61.2 110 Non‐Family 25.0 32.6 77 Couples with Kids 38.3 29.4 130 Couples, no Kids 28.6 27.2 105 *Index of 100 is average Lone‐Parent 8.1 10.8 75

The Urban Older group contains older and mature singles, couples and widowed individuals living in large and midsize cities. In these four segments, a majority of maintainers are over 55 years old, and any children present are in their teens and twenties. With their mixed educations, the incomes of those still in the workforce—holding mostly white and grey‐collar jobs—tend to be midscale. Urban Older households have average rates for homeowners and renters, and they typically live in older single‐detached and row houses or high‐rise apartments. Their cultural diversity ranges from low to medium, reflecting some presence of residents whose mother tongue may be Italian, Arabic or Tagalog. Given their age, residents lead a more sedentary than active lifestyle. They score high for activities like sewing, making crafts, reading newspapers and e‐books, and watching TV—especially sports programs. But they also like to go out to an art gallery, museum, rock concert or community theater. These Canadians have low Internet use, but they’re increasingly going online to redeem coupons, access news and read restaurant reviews.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.3 5.1 83 Agriculture 0.4 1.5 25 Kids under 5 15.3 16.8 91 5 to 14 8.7 10.8 81 White Collar 21.3 22.3 95 5 to 9 16.0 17.9 89 15 to 24 11.1 11.9 93 Grey Collar 23.7 25.2 94 10 to 14 15.9 17.6 91 25 to 44 25.5 27.2 94 Blue Collar 13.5 16.2 83 15 to 19 17.5 17.5 100 45 to 64 26.1 26.9 97 Education 20 to 24 15.2 13.4 114 65 to 74 12.0 10.4 116 No High School 14.6 16.5 89 25+ 20.0 16.7 120 75 to 84 7.9 5.4 147 High School 28.8 26.6 108 85+ 4.5 2.3 195 Trade School 6.9 9.2 75 Dwellings Home Language College 20.8 20.0 104 Tenure English 84.5 67.4 125 Some University 2.1 2.3 93 Own 67.4 67.7 100 French 3.0 20.1 15 University 26.7 25.4 105 Rent 32.6 31.9 102 Non‐Official 12.5 12.4 101 Income Band Housing 0.0 0.4 0 Immigration Avg Hhd Income $96,794 $104,603 93 Period of Construction Immigrant Population 27.2 23.0 118 Before 1960 21.8 20.7 106 Before 2001 52.5 47.6 110 Households 1961 to 1980 39.4 28.7 137 2001 to 2005 8.3 10.5 79 Maintainer Age 1981 to 1990 14.9 12.9 115 2006 to 2010 10.5 12.0 87 Under 25 2.1 3.0 70 1991 to 2000 9.8 12.1 81 2011 to 2016 12.7 13.8 92 25 to 34 12.1 14.6 83 2001 to 2005 3.5 6.4 54 2017 to present 16.0 16.0 100 35 to 44 14.5 17.6 83 2006 to 2010 3.3 7.2 46 Visible Minority 45 to 54 15.7 18.1 87 2011 to 2016 3.0 6.7 45 Vis Min Presence 26.8 25.8 104 55 to 64 20.0 20.3 99 2017 to present 4.4 5.3 82 Marital Status 65 to 74 18.3 15.5 118 Type Single 28.5 29.0 98 75+ 17.2 11.0 157 Single‐detached 49.0 52.8 93 Married/Common Law 54.0 56.9 95 Size Semi‐detached 4.0 5.0 80 Wid/Div/Sep 17.5 14.1 125 1 person 33.7 28.3 119 Row 7.9 6.6 121 Mode of Transport 2 people 34.1 34.3 99 Duplex 4.0 5.7 70 Car 78.1 78.5 100 3 people 13.9 15.2 91 Lowrise (<5 Stories) 9.9 18.1 55 Public Transit 13.6 13.0 105 4+ people 18.3 22.2 83 Highrise (5+ Stories) 24.8 10.2 244 Class of worker Family Status Mobile 0.2 1.3 13 Employed 55.7 61.2 91 Non‐Family 37.4 32.6 115 Couples with Kids 24.8 29.4 85 Couples, no Kids 27.1 27.2 100 *Index of 100 is average Lone‐Parent 10.6 10.8 98

Having emerged during the last decade, the five segments that make up Young Urban Core are mostly located in downtown neighbourhoods of Toronto, Vancouver and Montreal. Here, well‐educated, under‐45‐year‐old singles and couples occupy a mix of newer high‐rise condos and older low‐rise apartments and duplexes located close to jobs, restaurants and entertainment. Many are first‐generation Canadians and half have moved in the last five years—the most mobile of the social groups. In neighbourhoods like Toronto’s Railway Lands, Vancouver’s West End and Montreal’s Outremont, these middle‐income residents take advantage of the cities’ vibrant nightlife, with high rates for going to bars, bistros and comedy clubs. Cultural omnivores, they score high for attending jazz and pop concerts, ballets and operas, and film and theatre festivals. Many are sports fans willing to splurge on tickets to pro baseball, basketball, soccer and tennis matches. Being young and tech savvy, they practically live on their mobile phones, often browsing the Internet bazaar for computerware, cosmetics, video games and travel services.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.6 5.1 90 Agriculture 0.2 1.5 15 Kids under 5 22.1 16.8 131 5 to 14 7.0 10.8 65 White Collar 31.3 22.3 140 5 to 9 18.4 17.9 103 15 to 24 11.8 11.9 99 Grey Collar 28.4 25.2 113 10 to 14 15.0 17.6 85 25 to 44 41.3 27.2 152 Blue Collar 9.7 16.2 60 15 to 19 14.7 17.5 84 45 to 64 21.9 26.9 82 Education 20 to 24 12.4 13.4 93 65 to 74 7.6 10.4 73 No High School 11.2 16.5 68 25+ 17.4 16.7 104 75 to 84 4.0 5.4 74 High School 20.5 26.6 77 85+ 1.8 2.3 78 Trade School 6.1 9.2 66 Dwellings Home Language College 15.7 20.0 79 Tenure English 53.8 67.4 80 Some University 2.6 2.3 113 Own 33.7 67.7 50 French 26.4 20.1 131 University 43.9 25.4 173 Rent 66.3 31.9 208 Non‐Official 19.9 12.4 159 Income Band Housing 0.0 0.4 0 Immigration Avg Hhd Income $90,122 $104,603 86 Period of Construction Immigrant Population 34.1 23.0 148 Before 1960 30.2 20.7 146 Before 2001 41.4 47.6 87 Households 1961 to 1980 26.9 28.7 93 2001 to 2005 9.6 10.5 91 Maintainer Age 1981 to 1990 8.8 12.9 68 2006 to 2010 13.6 12.0 113 Under 25 7.3 3.0 243 1991 to 2000 7.7 12.1 63 2011 to 2016 19.7 13.8 142 25 to 34 26.4 14.6 181 2001 to 2005 4.7 6.4 73 2017 to present 15.8 16.0 99 35 to 44 20.8 17.6 118 2006 to 2010 6.6 7.2 93 Visible Minority 45 to 54 14.4 18.1 80 2011 to 2016 7.9 6.7 118 Vis Min Presence 40.5 25.8 157 55 to 64 13.8 20.3 68 2017 to present 7.3 5.3 137 Marital Status 65 to 74 10.0 15.5 64 Type Single 42.3 29.0 146 75+ 7.3 11.0 67 Single‐detached 5.7 52.8 11 Married/Common Law 43.8 56.9 77 Size Semi‐detached 2.4 5.0 47 Wid/Div/Sep 14.0 14.1 99 1 person 46.9 28.3 165 Row 2.4 6.6 37 Mode of Transport 2 people 32.2 34.3 94 Duplex 6.7 5.7 117 Car 40.7 78.5 52 3 people 10.8 15.2 71 Lowrise (<5 Stories) 41.7 18.1 230 Public Transit 34.8 13.0 268 4+ people 10.2 22.2 46 Highrise (5+ Stories) 40.7 10.2 400 Class of worker Family Status Mobile 0.0 1.3 2 Employed 66.8 61.2 109 Non‐Family 55.9 32.6 172 Couples with Kids 14.6 29.4 50 Couples, no Kids 21.1 27.2 78 *Index of 100 is average Lone‐Parent 8.3 10.8 77

Concentrated in Canada’s largest cities, the four segments in Urban Diversity contain a mix of immigrants from Asia, Europe and other parts of the world, and include families, singles and lone‐parent households. More than half are foreign‐born; more than a third speak a non‐official language. Most of the maintainers are middle‐aged, and the children are of all ages. They live in semis, rows, duplexes and high‐rise apartments, and a majority are renters. With their mixed educations, they hold blue‐collar and service sector jobs, resulting in incomes ranging from midscale to downscale. Despite tight budgets, members of this group enjoy active leisure lives. The adults have high rates for going to health clubs, nightclubs and film festivals; families score high for frequenting video arcades, amusement parks and zoos. With small apartments, they eat out often: it’s hard to find a coffee shop or casual restaurant they don’t patronize. And they rely on their mobile phones for practical purposes—job search, downloading coupons, making purchases—and less utilitarian interests like gaming, streaming music and watching TV.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 6.3 5.1 124 Agriculture 0.3 1.5 19 Kids under 5 16.7 16.8 99 5 to 14 12.6 10.8 117 White Collar 18.9 22.3 84 5 to 9 17.0 17.9 95 15 to 24 14.3 11.9 120 Grey Collar 26.5 25.2 105 10 to 14 16.9 17.6 96 25 to 44 30.4 27.2 112 Blue Collar 16.5 16.2 102 15 to 19 17.0 17.5 97 45 to 64 24.5 26.9 91 Education 20 to 24 14.2 13.4 106 65 to 74 7.1 10.4 68 No High School 19.3 16.5 117 25+ 18.1 16.7 108 75 to 84 3.4 5.4 63 High School 29.6 26.6 111 85+ 1.3 2.3 58 Trade School 5.4 9.2 58 Dwellings Home Language College 17.4 20.0 87 Tenure English 62.6 67.4 93 Some University 2.4 2.3 103 Own 46.0 67.7 68 French 1.5 20.1 7 University 25.9 25.4 102 Rent 54.0 31.9 169 Non‐Official 35.9 12.4 288 Income Band Housing 0.0 0.4 0 Immigration Avg Hhd Income $82,152 $104,603 79 Period of Construction Immigrant Population 52.8 23.0 230 Before 1960 16.7 20.7 81 Before 2001 39.7 47.6 83 Households 1961 to 1980 33.5 28.7 116 2001 to 2005 12.5 10.5 119 Maintainer Age 1981 to 1990 12.9 12.9 100 2006 to 2010 14.3 12.0 119 Under 25 2.7 3.0 92 1991 to 2000 11.9 12.1 98 2011 to 2016 16.8 13.8 122 25 to 34 15.8 14.6 109 2001 to 2005 8.8 6.4 136 2017 to present 16.7 16.0 104 35 to 44 22.0 17.6 125 2006 to 2010 6.2 7.2 87 Visible Minority 45 to 54 21.7 18.1 120 2011 to 2016 4.9 6.7 74 Vis Min Presence 72.9 25.8 283 55 to 64 19.5 20.3 96 2017 to present 5.2 5.3 97 Marital Status 65 to 74 11.2 15.5 72 Type Single 35.3 29.0 122 75+ 7.1 11.0 64 Single‐detached 28.3 52.8 54 Married/Common Law 50.6 56.9 89 Size Semi‐detached 6.3 5.0 124 Wid/Div/Sep 14.1 14.1 100 1 person 23.1 28.3 82 Row 11.7 6.6 179 Mode of Transport 2 people 25.7 34.3 75 Duplex 10.3 5.7 180 Car 66.7 78.5 85 3 people 18.1 15.2 119 Lowrise (<5 Stories) 7.3 18.1 40 Public Transit 27.2 13.0 209 4+ people 33.1 22.2 149 Highrise (5+ Stories) 35.9 10.2 353 Class of worker Family Status Mobile 0.1 1.3 5 Employed 58.7 61.2 96 Non‐Family 28.7 32.6 88 Couples with Kids 37.8 29.4 128 Couples, no Kids 17.1 27.2 63 *Index of 100 is average Lone‐Parent 16.4 10.8 152

Younger Urban Mix comprises five segments of mostly younger, lower‐middle‐income residents living in large and small cities. These mobile, unattached maintainers—singles, divorced individuals and lone parents—are disproportionately between the ages of 25 and 44. And they’re nearly twice as likely as the general population to rent residences, typically in older row houses, duplexes and low‐rise apartments. They tend to have modest educations and earn low to lower‐middle incomes from jobs in sales, services and the trades. But they stretch their budgets by shopping at discount supermarkets and second‐hand clothing stores. And they have high rates for taking advantage of free entertainment offered by rec centres, art galleries and parks. They regularly catch meals at a bar, fast‐food eatery or casual restaurant serving burgers, pizza or tacos. A big splurge is going to a casino, nightclub or community theatre. Because they spend relatively little time in their small apartments, they make a weak audience for traditional media. Instead, they rely on their mobile phones for news and entertainment, especially TV, e‐books and online dating.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 5.4 5.1 106 Agriculture 0.7 1.5 47 Kids under 5 21.5 16.8 128 5 to 14 9.7 10.8 90 White Collar 19.5 22.3 87 5 to 9 19.8 17.9 111 15 to 24 11.4 11.9 95 Grey Collar 29.0 25.2 115 10 to 14 17.6 17.6 100 25 to 44 33.5 27.2 123 Blue Collar 15.1 16.2 93 15 to 19 16.8 17.5 96 45 to 64 25.1 26.9 93 Education 20 to 24 10.6 13.4 79 65 to 74 8.5 10.4 82 No High School 18.0 16.5 109 25+ 13.7 16.7 82 75 to 84 4.2 5.4 79 High School 30.7 26.6 115 85+ 2.2 2.3 96 Trade School 7.6 9.2 83 Dwellings Home Language College 20.8 20.0 104 Tenure English 88.2 67.4 131 Some University 1.7 2.3 75 Own 38.5 67.7 57 French 1.9 20.1 9 University 21.2 25.4 83 Rent 61.5 31.9 193 Non‐Official 9.9 12.4 80 Income Band Housing 0.0 0.4 5 Immigration Avg Hhd Income $66,798 $104,603 64 Period of Construction Immigrant Population 19.0 23.0 83 Before 1960 31.3 20.7 151 Before 2001 37.1 47.6 78 Households 1961 to 1980 34.5 28.7 120 2001 to 2005 8.2 10.5 78 Maintainer Age 1981 to 1990 10.8 12.9 84 2006 to 2010 13.6 12.0 113 Under 25 6.0 3.0 201 1991 to 2000 8.4 12.1 69 2011 to 2016 24.8 13.8 179 25 to 34 22.7 14.6 156 2001 to 2005 3.0 6.4 47 2017 to present 16.2 16.0 102 35 to 44 18.6 17.6 106 2006 to 2010 3.5 7.2 49 Visible Minority 45 to 54 16.4 18.1 90 2011 to 2016 3.4 6.7 52 Vis Min Presence 22.7 25.8 88 55 to 64 17.6 20.3 87 2017 to present 5.0 5.3 94 Marital Status 65 to 74 11.5 15.5 74 Type Single 37.4 29.0 129 75+ 7.2 11.0 66 Single‐detached 28.0 52.8 53 Married/Common Law 43.7 56.9 77 Size Semi‐detached 4.6 5.0 92 Wid/Div/Sep 19.0 14.1 135 1 person 42.1 28.3 149 Row 8.3 6.6 126 Mode of Transport 2 people 33.7 34.3 98 Duplex 6.8 5.7 120 Car 69.8 78.5 89 3 people 12.6 15.2 83 Lowrise (<5 Stories) 43.0 18.1 237 Public Transit 14.6 13.0 112 4+ people 11.6 22.2 52 Highrise (5+ Stories) 7.8 10.2 77 Class of worker Family Status Mobile 1.2 1.3 89 Employed 59.9 61.2 98 Non‐Family 49.4 32.6 151 Couples with Kids 16.2 29.4 55 Couples, no Kids 20.7 27.2 76 *Index of 100 is average Lone‐Parent 13.8 10.8 128

Concentrated in Montreal, Quebec City and nearby cities, the four segments in Older Urban Francophone feature older, downscale francophones with a growing presence of younger Black, Latin American and Arabic visible minorities. Nearly half of maintainers are over 55 years old, and households contain singles, divorced and widowed individuals, and lone parents. In their older neighbourhoods, residents tend to rent units in duplexes and low‐rise apartments. With their modest educations, those still in the workforce earn paycheques from lower‐level white‐collar and service sector jobs. For leisure, they seek out inexpensive activities such as hiking and cycling. For a treat they may go to a comedy club, book show or outdoor stage. But they also like spending time at home, and they’re avid media consumers, watching TV game shows and variety specials, and listening to radio stations that play retro ‘80s and adult contemporary music. They like to read about food, health and sports in the daily newspaper. And if they go online, it’s typically for practical purposes—comparing products, banking and checking online classifieds.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.5 5.1 88 Agriculture 0.4 1.5 27 Kids under 5 19.8 16.8 118 5 to 14 8.5 10.8 78 White Collar 19.3 22.3 86 5 to 9 19.5 17.9 109 15 to 24 9.7 11.9 81 Grey Collar 24.9 25.2 99 10 to 14 17.1 17.6 97 25 to 44 26.2 27.2 96 Blue Collar 12.0 16.2 74 15 to 19 16.5 17.5 94 45 to 64 25.5 26.9 95 Education 20 to 24 12.3 13.4 92 65 to 74 11.9 10.4 114 No High School 22.0 16.5 133 25+ 14.8 16.7 89 75 to 84 8.1 5.4 151 High School 23.8 26.6 89 85+ 5.6 2.3 245 Trade School 15.5 9.2 168 Dwellings Home Language College 16.5 20.0 83 Tenure English 10.5 67.4 16 Some University 2.6 2.3 114 Own 34.1 67.7 50 French 81.1 20.1 403 University 19.5 25.4 77 Rent 65.9 31.9 206 Non‐Official 8.4 12.4 68 Income Band Housing 0.0 0.4 3 Immigration Avg Hhd Income $62,079 $104,603 59 Period of Construction Immigrant Population 17.8 23.0 77 Before 1960 32.0 20.7 155 Before 2001 35.0 47.6 73 Households 1961 to 1980 31.5 28.7 110 2001 to 2005 10.3 10.5 98 Maintainer Age 1981 to 1990 12.8 12.9 99 2006 to 2010 15.6 12.0 130 Under 25 4.1 3.0 138 1991 to 2000 8.7 12.1 72 2011 to 2016 21.5 13.8 156 25 to 34 15.7 14.6 108 2001 to 2005 3.4 6.4 54 2017 to present 17.6 16.0 110 35 to 44 15.9 17.6 90 2006 to 2010 4.2 7.2 58 Visible Minority 45 to 54 15.5 18.1 86 2011 to 2016 3.9 6.7 59 Vis Min Presence 20.6 25.8 80 55 to 64 19.9 20.3 98 2017 to present 3.4 5.3 64 Marital Status 65 to 74 16.3 15.5 105 Type Single 36.4 29.0 126 75+ 12.5 11.0 114 Single‐detached 13.6 52.8 26 Married/Common Law 43.3 56.9 76 Size Semi‐detached 3.0 5.0 60 Wid/Div/Sep 20.3 14.1 144 1 person 48.7 28.3 172 Row 2.6 6.6 40 Mode of Transport 2 people 31.6 34.3 92 Duplex 12.6 5.7 220 Car 66.3 78.5 84 3 people 10.2 15.2 67 Lowrise (<5 Stories) 63.1 18.1 348 Public Transit 22.6 13.0 174 4+ people 9.5 22.2 43 Highrise (5+ Stories) 4.3 10.2 42 Class of worker Family Status Mobile 0.1 1.3 8 Employed 54.5 61.2 89 Non‐Family 52.6 32.6 161 Couples with Kids 14.7 29.4 50 Couples, no Kids 20.8 27.2 76 *Index of 100 is average Lone‐Parent 11.8 10.8 110

Upscale Suburban Fringe contains three segments that are home to a mix of middle‐aged and older families and couples living in once‐suburban communities that have been absorbed by nearby cities. These households typically are large, with more than a third containing children over the age of 20. And many are culturally diverse, with a high percentage of first‐ and second‐generation Canadians from Asia and South Asia, and a notable presence of Jewish households. Most of these households own their homes, typically comfortable single‐detached and row houses valued at almost $800,000. With their mostly university and college educations, these adults earn upscale incomes from white‐collar and service sector jobs. Reflecting a cultured sensibility, they have high rates for going to the theatre, ballet, opera and concerts featuring a range of musical genres. But they’re also avid sports fans who attend pro hockey, baseball, basketball and football games. These older households like getting their information from newspapers and magazines, but they’re not averse to technology: they own smart TVs, smart speakers and e‐readers all at high rates.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.5 5.1 87 Agriculture 0.3 1.5 17 Kids under 5 12.4 16.8 73 5 to 14 10.8 10.8 100 White Collar 27.4 22.3 122 5 to 9 14.7 17.9 82 15 to 24 13.9 11.9 116 Grey Collar 24.4 25.2 97 10 to 14 16.4 17.6 93 25 to 44 24.6 27.2 90 Blue Collar 12.5 16.2 77 15 to 19 18.5 17.5 106 45 to 64 29.2 26.9 109 Education 20 to 24 16.5 13.4 123 65 to 74 10.1 10.4 97 No High School 11.9 16.5 72 25+ 21.6 16.7 129 75 to 84 5.0 5.4 93 High School 25.2 26.6 95 85+ 1.9 2.3 84 Trade School 4.7 9.2 51 Dwellings Home Language College 18.0 20.0 90 Tenure English 75.4 67.4 112 Some University 2.4 2.3 104 Own 89.9 67.7 133 French 2.0 20.1 10 University 37.9 25.4 149 Rent 10.1 31.9 31 Non‐Official 22.6 12.4 182 Income Band Housing 0.0 0.4 0 Immigration Avg Hhd Income $146,123 $104,603 140 Period of Construction Immigrant Population 39.7 23.0 173 Before 1960 15.5 20.7 75 Before 2001 55.3 47.6 116 Households 1961 to 1980 25.3 28.7 88 2001 to 2005 11.0 10.5 105 Maintainer Age 1981 to 1990 17.5 12.9 135 2006 to 2010 10.2 12.0 85 Under 25 1.0 3.0 33 1991 to 2000 19.3 12.1 159 2011 to 2016 9.1 13.8 66 25 to 34 8.2 14.6 57 2001 to 2005 9.9 6.4 154 2017 to present 14.3 16.0 90 35 to 44 16.4 17.6 93 2006 to 2010 5.2 7.2 73 Visible Minority 45 to 54 22.4 18.1 124 2011 to 2016 3.3 6.7 50 Vis Min Presence 43.4 25.8 168 55 to 64 23.9 20.3 118 2017 to present 4.0 5.3 74 Marital Status 65 to 74 16.2 15.5 104 Type Single 28.2 29.0 97 75+ 11.8 11.0 108 Single‐detached 75.3 52.8 143 Married/Common Law 61.1 56.9 107 Size Semi‐detached 5.1 5.0 102 Wid/Div/Sep 10.7 14.1 76 1 person 12.9 28.3 46 Row 10.6 6.6 161 Mode of Transport 2 people 29.5 34.3 86 Duplex 5.3 5.7 93 Car 79.6 78.5 101 3 people 20.4 15.2 134 Lowrise (<5 Stories) 2.3 18.1 12 Public Transit 15.6 13.0 120 4+ people 37.2 22.2 168 Highrise (5+ Stories) 1.3 10.2 13 Class of worker Family Status Mobile 0.1 1.3 5 Employed 61.9 61.2 101 Non‐Family 16.3 32.6 50 Couples with Kids 47.1 29.4 160 Couples, no Kids 26.7 27.2 98 *Index of 100 is average Lone‐Parent 10.0 10.8 93

Diverse Urban Fringe reflects the emergence of immigrants in the fringe areas of big cities like Toronto, Vancouver, Montreal and Ottawa‐Gatineau. More than half are first‐generation Canadians, and many came from Asia, Africa and Europe. These three segments include couples and families with children of all ages, including a disproportionate number of twentysomething kids. With a range of educations from high school to university, they earn average incomes from white‐collar and service sector jobs. Most live in apartments and condos in high‐rises, semis, rows or duplexes. As a group, they pursue family‐friendly athletic activities, scoring high for jogging, playing soccer and racquet sports, snowboarding and working out at fitness clubs. They also have high rates for frequenting Asian restaurants and comedy shows, attending jazz and pop music concerts, and cheering on their favourite tennis and soccer stars from the stands. They spend a lot of time on the Internet using their mobile phones to shop, access recipes, listen to music, stream videos and consult consumer reviews; a significant number visit French‐language sites.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.8 5.1 93 Agriculture 0.2 1.5 15 Kids under 5 15.1 16.8 90 5 to 14 9.6 10.8 89 White Collar 24.6 22.3 110 5 to 9 15.4 17.9 86 15 to 24 12.2 11.9 102 Grey Collar 25.7 25.2 102 10 to 14 14.8 17.6 84 25 to 44 29.2 27.2 107 Blue Collar 12.3 16.2 76 15 to 19 16.2 17.5 92 45 to 64 27.2 26.9 101 Education 20 to 24 15.4 13.4 115 65 to 74 9.8 10.4 94 No High School 13.5 16.5 82 25+ 23.1 16.7 139 75 to 84 5.2 5.4 97 High School 24.9 26.6 94 85+ 2.1 2.3 89 Trade School 6.7 9.2 73 Dwellings Home Language College 17.3 20.0 86 Tenure English 40.8 67.4 61 Some University 3.1 2.3 137 Own 74.0 67.7 109 French 23.1 20.1 115 University 34.5 25.4 136 Rent 26.0 31.9 82 Non‐Official 36.0 12.4 289 Income Band Housing 0.0 0.4 0 Immigration Avg Hhd Income $99,689 $104,603 95 Period of Construction Immigrant Population 48.2 23.0 210 Before 1960 9.1 20.7 44 Before 2001 48.2 47.6 101 Households 1961 to 1980 24.9 28.7 87 2001 to 2005 12.0 10.5 114 Maintainer Age 1981 to 1990 14.0 12.9 108 2006 to 2010 12.2 12.0 102 Under 25 2.9 3.0 98 1991 to 2000 13.4 12.1 110 2011 to 2016 12.2 13.8 89 25 to 34 14.7 14.6 101 2001 to 2005 8.2 6.4 128 2017 to present 15.3 16.0 95 35 to 44 18.3 17.6 104 2006 to 2010 11.7 7.2 163 Visible Minority 45 to 54 19.2 18.1 106 2011 to 2016 11.6 6.7 174 Vis Min Presence 59.1 25.8 229 55 to 64 19.5 20.3 96 2017 to present 7.2 5.3 135 Marital Status 65 to 74 14.3 15.5 92 Type Single 30.2 29.0 104 75+ 11.0 11.0 100 Single‐detached 31.0 52.8 59 Married/Common Law 56.6 56.9 99 Size Semi‐detached 7.4 5.0 147 Wid/Div/Sep 13.2 14.1 94 1 person 25.8 28.3 91 Row 7.1 6.6 108 Mode of Transport 2 people 31.6 34.3 92 Duplex 8.0 5.7 140 Car 70.6 78.5 90 3 people 17.9 15.2 118 Lowrise (<5 Stories) 14.2 18.1 78 Public Transit 24.0 13.0 185 4+ people 24.7 22.2 111 Highrise (5+ Stories) 32.1 10.2 316 Class of worker Family Status Mobile 0.0 1.3 3 Employed 60.7 61.2 99 Non‐Family 30.1 32.6 92 Couples with Kids 34.2 29.4 116 Couples, no Kids 24.6 27.2 90 *Index of 100 is average Lone‐Parent 11.1 10.8 103

Middle‐aged, culturally diverse families, divorced individuals and lone‐parent households typify the three segments that make up Midscale Urban Fringe. The group is more than twice as likely as others to contain first‐generation immigrants, and residents report more than a dozen different languages as their mother tongue. Half the populace identifies as visible minorities, mostly South Asian, Asian and Black. The highest concentration of maintainers are those 35 to 54 years old. The populace follows national norms for owning and renting residences, and they typically live in older semis, rows, duplexes and low‐rise apartments. Most earn average incomes reflecting occupations that follow national trends, and they pursue active lifestyles. These households score high for athletic activities like tennis, swimming, hockey, basketball, and snowboarding. They enjoy going to comedy movies, nightclubs, auto shows, carnivals and video arcades. A weekend meal out would likely involve a fast‐food or fast casual restaurant. And many look to their computer or mobile phone for entertainment, going online for music, TV, podcasts and connecting with friends through Instagram, Twitter and Snapchat.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 5.0 5.1 98 Agriculture 0.6 1.5 42 Kids under 5 15.0 16.8 89 5 to 14 10.1 10.8 94 White Collar 21.1 22.3 94 5 to 9 15.3 17.9 85 15 to 24 13.2 11.9 111 Grey Collar 26.8 25.2 106 10 to 14 15.4 17.6 88 25 to 44 30.2 27.2 111 Blue Collar 17.1 16.2 106 15 to 19 17.2 17.5 98 45 to 64 26.2 26.9 98 Education 20 to 24 15.4 13.4 115 65 to 74 8.8 10.4 85 No High School 17.3 16.5 105 25+ 21.7 16.7 130 75 to 84 4.6 5.4 85 High School 29.9 26.6 112 85+ 1.8 2.3 77 Trade School 5.7 9.2 61 Dwellings Home Language College 18.5 20.0 93 Tenure English 67.2 67.4 100 Some University 2.5 2.3 110 Own 69.3 67.7 102 French 1.5 20.1 7 University 26.2 25.4 103 Rent 30.7 31.9 96 Non‐Official 31.3 12.4 252 Income Band Housing 0.0 0.4 0 Immigration Avg Hhd Income $94,114 $104,603 90 Period of Construction Immigrant Population 48.0 23.0 209 Before 1960 13.8 20.7 67 Before 2001 46.4 47.6 98 Households 1961 to 1980 31.2 28.7 109 2001 to 2005 12.3 10.5 117 Maintainer Age 1981 to 1990 13.4 12.9 104 2006 to 2010 13.1 12.0 109 Under 25 2.2 3.0 75 1991 to 2000 15.3 12.1 126 2011 to 2016 13.2 13.8 95 25 to 34 14.0 14.6 96 2001 to 2005 7.6 6.4 118 2017 to present 15.0 16.0 94 35 to 44 19.7 17.6 112 2006 to 2010 7.7 7.2 107 Visible Minority 45 to 54 20.1 18.1 111 2011 to 2016 5.7 6.7 86 Vis Min Presence 61.0 25.8 237 55 to 64 20.4 20.3 101 2017 to present 5.3 5.3 99 Marital Status 65 to 74 13.7 15.5 88 Type Single 31.9 29.0 110 75+ 9.9 11.0 90 Single‐detached 21.6 52.8 41 Married/Common Law 52.8 56.9 93 Size Semi‐detached 7.5 5.0 149 Wid/Div/Sep 15.3 14.1 109 1 person 25.2 28.3 89 Row 25.3 6.6 385 Mode of Transport 2 people 28.3 34.3 82 Duplex 10.8 5.7 189 Car 71.7 78.5 91 3 people 17.3 15.2 114 Lowrise (<5 Stories) 28.3 18.1 156 Public Transit 23.0 13.0 177 4+ people 29.2 22.2 132 Highrise (5+ Stories) 6.2 10.2 61 Class of worker Family Status Mobile 0.2 1.3 16 Employed 62.3 61.2 102 Non‐Family 30.2 32.6 93 Couples with Kids 34.5 29.4 117 Couples, no Kids 21.7 27.2 80 *Index of 100 is average Lone‐Parent 13.5 10.8 126

The three segments in Suburban Elite represent the wealthiest suburban groups. Residents here tend to be middle‐aged and older couples and families with school‐age children living in the bedroom communities of large cities. With their university and college educations, these adults earn high incomes—70 percent above the national average—from a variety of management, white‐collar and service sector jobs. Their deep pockets allow them to afford pricey single‐detached homes built before 2010. Suburban Elite residents pursue active lifestyles, getting exercise from golf, aerobics and swimming, and enjoying outdoorsy activities like boating, fishing and camping. For an evening out, they like to go to movies, rock concerts and sports bars; they also have high rates for attending hockey, football and baseball games. These Canadians spend a lot of time in their cars—typically compact and midsize sedans and SUVs—commuting to work and chauffeuring children to after‐school activities. Many look forward to weekends where they can cruise the aisles at electronics and home improvement stores or catch up on favourite sports on their personal video recorders.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.1 5.1 79 Agriculture 0.7 1.5 47 Kids under 5 11.5 16.8 68 5 to 14 10.9 10.8 101 White Collar 27.2 22.3 122 5 to 9 14.9 17.9 83 15 to 24 13.9 11.9 117 Grey Collar 24.8 25.2 98 10 to 14 17.8 17.6 101 25 to 44 21.4 27.2 79 Blue Collar 14.0 16.2 86 15 to 19 20.4 17.5 116 45 to 64 30.7 26.9 114 Education 20 to 24 17.0 13.4 127 65 to 74 11.7 10.4 112 No High School 10.9 16.5 66 25+ 18.3 16.7 110 75 to 84 5.4 5.4 101 High School 25.8 26.6 97 85+ 1.9 2.3 81 Trade School 6.1 9.2 66 Dwellings Home Language College 21.6 20.0 108 Tenure English 91.1 67.4 135 Some University 2.1 2.3 93 Own 93.2 67.7 138 French 1.9 20.1 9 University 33.4 25.4 132 Rent 6.8 31.9 21 Non‐Official 7.0 12.4 56 Income Band Housing 0.0 0.4 5 Immigration Avg Hhd Income $175,817 $104,603 168 Period of Construction Immigrant Population 19.4 23.0 84 Before 1960 10.2 20.7 49 Before 2001 62.6 47.6 131 Households 1961 to 1980 23.0 28.7 80 2001 to 2005 8.6 10.5 82 Maintainer Age 1981 to 1990 20.7 12.9 161 2006 to 2010 7.5 12.0 62 Under 25 0.9 3.0 29 1991 to 2000 21.6 12.1 178 2011 to 2016 6.6 13.8 48 25 to 34 7.5 14.6 51 2001 to 2005 9.3 6.4 144 2017 to present 14.7 16.0 92 35 to 44 13.9 17.6 79 2006 to 2010 5.9 7.2 83 Visible Minority 45 to 54 21.1 18.1 116 2011 to 2016 4.1 6.7 62 Vis Min Presence 17.0 25.8 66 55 to 64 25.9 20.3 128 2017 to present 5.2 5.3 97 Marital Status 65 to 74 18.8 15.5 121 Type Single 24.9 29.0 86 75+ 12.0 11.0 110 Single‐detached 87.4 52.8 166 Married/Common Law 65.0 56.9 114 Size Semi‐detached 2.7 5.0 54 Wid/Div/Sep 10.1 14.1 71 1 person 13.6 28.3 48 Row 4.0 6.6 61 Mode of Transport 2 people 36.0 34.3 105 Duplex 3.2 5.7 56 Car 88.7 78.5 113 3 people 17.8 15.2 117 Lowrise (<5 Stories) 1.7 18.1 9 Public Transit 6.5 13.0 50 4+ people 32.6 22.2 147 Highrise (5+ Stories) 0.6 10.2 6 Class of worker Family Status Mobile 0.3 1.3 19 Employed 63.7 61.2 104 Non‐Family 15.7 32.6 48 Couples with Kids 43.2 29.4 147 Couples, no Kids 33.3 27.2 123 *Index of 100 is average Lone‐Parent 7.8 10.8 72

Upscale Suburban Diversity is the most diverse suburban group, with over two‐thirds of households containing first‐ and second‐generation Canadians whose mother tongue could be one of over a dozen languages. In these family households, most of the maintainers are between the ages of 25 and 54, and children are under 10. Despite being relatively new to Canada, they tend to have university or college degrees and earn upscale incomes from a mix of occupations. Half the households have moved in the last five years, and most live in singles, semis and row houses built after 2001. They enjoy family‐friendly activities, scoring high for playing team sports like soccer, basketball, baseball and hockey; visiting amusement parks, zoos and aquariums; and shopping for toys and games at big‐box stores like Costco, Best Buy and Mastermind. Many also shop online for clothing, cosmetics, books and home electronics. As for their media tastes, they prefer digital to traditional channels, using their smart phones to log on to social networks and share links and pictures on Instagram, Snapchat and Twitter.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 7.7 5.1 150 Agriculture 0.3 1.5 19 Kids under 5 20.4 16.8 121 5 to 14 15.3 10.8 142 White Collar 28.7 22.3 129 5 to 9 20.7 17.9 115 15 to 24 12.8 11.9 107 Grey Collar 27.6 25.2 109 10 to 14 18.9 17.6 108 25 to 44 32.8 27.2 121 Blue Collar 17.3 16.2 107 15 to 19 15.7 17.5 90 45 to 64 23.5 26.9 88 Education 20 to 24 11.8 13.4 88 65 to 74 5.2 10.4 50 No High School 11.4 16.5 69 25+ 12.4 16.7 75 75 to 84 2.0 5.4 38 High School 23.6 26.6 89 85+ 0.6 2.3 25 Trade School 4.9 9.2 53 Dwellings Home Language College 19.1 20.0 96 Tenure English 73.0 67.4 108 Some University 2.5 2.3 110 Own 88.0 67.7 130 French 1.9 20.1 9 University 38.5 25.4 152 Rent 12.0 31.9 38 Non‐Official 25.1 12.4 202 Income Band Housing 0.0 0.4 1 Immigration Avg Hhd Income $146,408 $104,603 140 Period of Construction Immigrant Population 41.6 23.0 181 Before 1960 0.7 20.7 3 Before 2001 37.1 47.6 78 Households 1961 to 1980 2.0 28.7 7 2001 to 2005 13.9 10.5 132 Maintainer Age 1981 to 1990 4.3 12.9 34 2006 to 2010 13.5 12.0 113 Under 25 1.8 3.0 61 1991 to 2000 10.1 12.1 83 2011 to 2016 12.9 13.8 93 25 to 34 18.0 14.6 123 2001 to 2005 15.8 6.4 246 2017 to present 22.6 16.0 142 35 to 44 29.3 17.6 167 2006 to 2010 24.8 7.2 347 Visible Minority 45 to 54 25.1 18.1 139 2011 to 2016 31.1 6.7 467 Vis Min Presence 57.1 25.8 221 55 to 64 15.7 20.3 77 2017 to present 11.1 5.3 209 Marital Status 65 to 74 7.3 15.5 47 Type Single 25.6 29.0 88 75+ 2.9 11.0 27 Single‐detached 64.2 52.8 122 Married/Common Law 66.1 56.9 116 Size Semi‐detached 8.7 5.0 172 Wid/Div/Sep 8.4 14.1 59 1 person 11.3 28.3 40 Row 17.8 6.6 272 Mode of Transport 2 people 24.5 34.3 71 Duplex 2.4 5.7 43 Car 85.1 78.5 108 3 people 20.6 15.2 135 Lowrise (<5 Stories) 5.8 18.1 32 Public Transit 11.9 13.0 92 4+ people 43.6 22.2 197 Highrise (5+ Stories) 0.9 10.2 9 Class of worker Family Status Mobile 0.1 1.3 5 Employed 70.9 61.2 116 Non‐Family 14.6 32.6 45 Couples with Kids 54.7 29.4 186 Couples, no Kids 22.5 27.2 83 *Index of 100 is average Lone‐Parent 8.2 10.8 76

The three segments in Upper‐Middle Suburbia feature large families with young children living in new suburban communities. Home to a disproportionate number of third‐plus generation Canadians, this group is characterized by maintainers between 25 and 54 years old and children under the age of 14. Despite moderate educations—mostly high school and college—households earn upper‐middle incomes from a wide range of jobs that afford them comfortable singles, semis and duplex homes built after 1990. They enjoy time‐honoured leisure pursuits, doing crafts projects and gardening around the house and heading outdoors for camping, fishing and hunting. For a night out, they go to casual family restaurants, sports bars and hockey games. And these families travel frequently, typically taking holiday cruises, golf trips and culinary tours. Given their suburban settings, it’s no surprise that they’re dependent on their cars—everything from compact SUVs to large minivans and pickups—for commuting to work and play. As media consumers, they’re fans of radio stations devoted to classic and modern rock as well as new and traditional country.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 6.4 5.1 125 Agriculture 1.0 1.5 69 Kids under 5 18.8 16.8 112 5 to 14 13.7 10.8 127 White Collar 23.9 22.3 107 5 to 9 20.3 17.9 113 15 to 24 12.6 11.9 105 Grey Collar 28.9 25.2 115 10 to 14 19.6 17.6 111 25 to 44 29.2 27.2 107 Blue Collar 20.9 16.2 129 15 to 19 17.6 17.5 100 45 to 64 26.0 26.9 97 Education 20 to 24 11.8 13.4 88 65 to 74 7.8 10.4 75 No High School 13.6 16.5 82 25+ 12.0 16.7 72 75 to 84 3.3 5.4 61 High School 29.7 26.6 112 85+ 1.1 2.3 48 Trade School 9.1 9.2 99 Dwellings Home Language College 24.4 20.0 122 Tenure English 93.7 67.4 139 Some University 2.0 2.3 88 Own 84.8 67.7 125 French 1.3 20.1 6 University 21.2 25.4 84 Rent 15.2 31.9 47 Non‐Official 5.1 12.4 41 Income Band Housing 0.0 0.4 11 Immigration Avg Hhd Income $133,397 $104,603 128 Period of Construction Immigrant Population 13.5 23.0 59 Before 1960 6.7 20.7 32 Before 2001 50.7 47.6 106 Households 1961 to 1980 20.0 28.7 69 2001 to 2005 9.0 10.5 86 Maintainer Age 1981 to 1990 11.3 12.9 88 2006 to 2010 10.9 12.0 91 Under 25 2.1 3.0 72 1991 to 2000 14.9 12.1 123 2011 to 2016 11.3 13.8 82 25 to 34 16.0 14.6 110 2001 to 2005 11.3 6.4 176 2017 to present 18.0 16.0 113 35 to 44 23.2 17.6 132 2006 to 2010 14.8 7.2 207 Visible Minority 45 to 54 21.4 18.1 118 2011 to 2016 13.0 6.7 195 Vis Min Presence 13.5 25.8 52 55 to 64 19.1 20.3 94 2017 to present 8.1 5.3 151 Marital Status 65 to 74 12.0 15.5 77 Type Single 24.7 29.0 85 75+ 6.2 11.0 57 Single‐detached 73.4 52.8 139 Married/Common Law 64.1 56.9 113 Size Semi‐detached 6.0 5.0 119 Wid/Div/Sep 11.3 14.1 80 1 person 15.6 28.3 55 Row 7.1 6.6 108 Mode of Transport 2 people 33.1 34.3 97 Duplex 6.6 5.7 116 Car 91.0 78.5 116 3 people 18.9 15.2 124 Lowrise (<5 Stories) 4.5 18.1 25 Public Transit 4.2 13.0 33 4+ people 32.4 22.2 146 Highrise (5+ Stories) 0.6 10.2 6 Class of worker Family Status Mobile 1.6 1.3 120 Employed 70.9 61.2 116 Non‐Family 19.4 32.6 59 Couples with Kids 41.6 29.4 141 Couples, no Kids 28.7 27.2 105 *Index of 100 is average Lone‐Parent 10.4 10.8 96

The wealthiest francophone group, Upper‐Middle Suburban Francophone consists of three segments filled with middle‐aged and older couples and families living in established subdivisions. Most of the maintainers are between 35 and 64, and they tend to be third‐plus‐generation Quebecois. With their solid educations—university, college and trade school—they earn above‐average incomes from a mix of professions. Most residents live in upper‐middle‐class comfort, typically owning a single‐ or semi‐detached house built since 1980, with a Japanese‐ or Korean‐brand car in the garage and a pool or gas barbecue out back. They have active leisure lives, with high rates for jogging, cycling, playing tennis, skating and cross‐country skiing. Going out may mean dinner at a Thai, Italian or French restaurant. For a special occasion, residents will go to a spa, theme park, pop music concert or auto show. Like other francophone segments, they watch a lot of TV fare, particularly soaps, family dramas, nature and travel shows. And though they’re light Internet users, they will go online to purchase home electronics and sports equipment.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 5.3 5.1 103 Agriculture 0.6 1.5 41 Kids under 5 15.8 16.8 94 5 to 14 12.8 10.8 119 White Collar 25.6 22.3 115 5 to 9 19.0 17.9 106 15 to 24 11.7 11.9 98 Grey Collar 28.2 25.2 112 10 to 14 18.9 17.6 107 25 to 44 25.0 27.2 92 Blue Collar 16.7 16.2 103 15 to 19 17.6 17.5 101 45 to 64 29.2 26.9 109 Education 20 to 24 13.8 13.4 103 65 to 74 10.3 10.4 99 No High School 13.3 16.5 80 25+ 14.8 16.7 89 75 to 84 4.5 5.4 83 High School 21.8 26.6 82 85+ 1.2 2.3 53 Trade School 16.0 9.2 174 Dwellings Home Language College 21.4 20.0 107 Tenure English 5.9 67.4 9 Some University 3.3 2.3 146 Own 88.9 67.7 131 French 91.5 20.1 455 University 24.2 25.4 95 Rent 11.1 31.9 35 Non‐Official 2.6 12.4 21 Income Band Housing 0.0 0.4 4 Immigration Avg Hhd Income $124,768 $104,603 119 Period of Construction Immigrant Population 7.3 23.0 32 Before 1960 7.7 20.7 37 Before 2001 45.4 47.6 95 Households 1961 to 1980 26.9 28.7 94 2001 to 2005 14.5 10.5 138 Maintainer Age 1981 to 1990 16.5 12.9 128 2006 to 2010 14.2 12.0 118 Under 25 1.6 3.0 55 1991 to 2000 16.0 12.1 132 2011 to 2016 9.0 13.8 65 25 to 34 12.4 14.6 85 2001 to 2005 9.3 6.4 145 2017 to present 16.9 16.0 105 35 to 44 19.5 17.6 111 2006 to 2010 10.6 7.2 148 Visible Minority 45 to 54 20.8 18.1 115 2011 to 2016 8.2 6.7 124 Vis Min Presence 7.7 25.8 30 55 to 64 22.3 20.3 110 2017 to present 4.8 5.3 91 Marital Status 65 to 74 15.4 15.5 99 Type Single 24.8 29.0 86 75+ 8.0 11.0 73 Single‐detached 73.4 52.8 139 Married/Common Law 65.4 56.9 115 Size Semi‐detached 9.1 5.0 181 Wid/Div/Sep 9.8 14.1 69 1 person 17.4 28.3 62 Row 3.0 6.6 45 Mode of Transport 2 people 36.6 34.3 107 Duplex 3.8 5.7 66 Car 88.1 78.5 112 3 people 18.2 15.2 120 Lowrise (<5 Stories) 9.2 18.1 51 Public Transit 7.8 13.0 60 4+ people 27.8 22.2 125 Highrise (5+ Stories) 0.6 10.2 6 Class of worker Family Status Mobile 0.7 1.3 56 Employed 69.4 61.2 113 Non‐Family 20.0 32.6 61 Couples with Kids 38.4 29.4 131 Couples, no Kids 31.2 27.2 115 *Index of 100 is average Lone‐Parent 10.5 10.8 97

The Middle‐Class Suburbia group contains two segments that feature a mix of families, couples and lone‐parent households living in the suburbs of midsize cities. These third‐plus‐generation Canadians follow national norms for ages of maintainers and children. With their high school and college educations, the adults have solid blue‐collar and service sector jobs that provide them with midscale incomes. Most can afford comfortable singles, semis and row houses built between 1960 and 2000. And these busy families pursue a wide range of leisure activities, from billiards and making crafts to snowmobiling and boating. They even make time to attend art galleries, community theatres and country music concerts. Fans of baseball, hockey and golf, many are less likely to play these sports than watch them from their living room couch; these suburban households are big fans of TV sports. For a night out, they’ll head to a fast‐food or casual family restaurant, like DQ, Burger King, Kelsey’s and Swiss Chalet. Their idea of a vacation is an inexpensive cruise, casino, camping or family vacation package.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 5.2 5.1 101 Agriculture 1.1 1.5 75 Kids under 5 16.4 16.8 97 5 to 14 11.5 10.8 106 White Collar 20.7 22.3 93 5 to 9 18.2 17.9 102 15 to 24 12.4 11.9 104 Grey Collar 27.9 25.2 111 10 to 14 18.0 17.6 102 25 to 44 27.3 27.2 100 Blue Collar 18.7 16.2 115 15 to 19 18.2 17.5 104 45 to 64 27.3 26.9 102 Education 20 to 24 13.2 13.4 99 65 to 74 10.1 10.4 97 No High School 16.4 16.5 100 25+ 16.1 16.7 96 75 to 84 4.6 5.4 86 High School 31.6 26.6 119 85+ 1.6 2.3 69 Trade School 9.4 9.2 102 Dwellings Home Language College 24.9 20.0 124 Tenure English 91.0 67.4 135 Some University 1.7 2.3 75 Own 80.9 67.7 120 French 4.7 20.1 23 University 16.0 25.4 63 Rent 19.0 31.9 59 Non‐Official 4.3 12.4 34 Income Band Housing 0.1 0.4 20 Immigration Avg Hhd Income $100,128 $104,603 96 Period of Construction Immigrant Population 11.9 23.0 52 Before 1960 15.5 20.7 75 Before 2001 56.0 47.6 118 Households 1961 to 1980 35.6 28.7 124 2001 to 2005 7.6 10.5 73 Maintainer Age 1981 to 1990 13.5 12.9 105 2006 to 2010 10.1 12.0 84 Under 25 2.4 3.0 80 1991 to 2000 13.5 12.1 111 2011 to 2016 11.8 13.8 86 25 to 34 14.5 14.6 100 2001 to 2005 6.8 6.4 105 2017 to present 14.4 16.0 90 35 to 44 18.3 17.6 104 2006 to 2010 6.0 7.2 84 Visible Minority 45 to 54 19.0 18.1 105 2011 to 2016 4.3 6.7 65 Vis Min Presence 10.4 25.8 40 55 to 64 20.8 20.3 103 2017 to present 4.8 5.3 91 Marital Status 65 to 74 15.5 15.5 100 Type Single 26.5 29.0 91 75+ 9.5 11.0 87 Single‐detached 68.7 52.8 130 Married/Common Law 59.1 56.9 104 Size Semi‐detached 11.1 5.0 220 Wid/Div/Sep 14.4 14.1 102 1 person 20.3 28.3 72 Row 8.2 6.6 124 Mode of Transport 2 people 36.7 34.3 107 Duplex 4.5 5.7 79 Car 90.1 78.5 115 3 people 18.1 15.2 119 Lowrise (<5 Stories) 5.3 18.1 29 Public Transit 4.4 13.0 34 4+ people 24.8 22.2 112 Highrise (5+ Stories) 0.5 10.2 5 Class of worker Family Status Mobile 1.6 1.3 119 Employed 64.2 61.2 105 Non‐Family 24.7 32.6 76 Couples with Kids 31.9 29.4 109 Couples, no Kids 29.8 27.2 109 *Index of 100 is average Lone‐Parent 13.6 10.8 126

Older Suburban comprises four segments of older and mature singles, couples, and divorced and widowed individuals living in established suburbs near midsize cities. With a majority of maintainers over 60 years old, these third‐plus‐generation Canadians are mostly retired or close to it. Educations are mixed, and those still in the labour force earn incomes ranging from middle to downscale. In these older neighbourhoods, residents include both owners and renters of singles, semis, rows and low‐rise apartments—all at average rates. There, many pursue low‐stress, home‐based activities like making crafts, sewing, gardening and collecting stamps and coins. But they’ll also step out to enjoy community theatre productions, craft shows and music festivals. For excitement, they’ll head to a casino or auto race. Ignoring most things digital, they remain fond of traditional media, watching TV for the sports, especially curling, baseball golf and hockey; tuning their radios to stations playing big band, oldies and new and traditional country music; and subscribing to select magazines that echo their lifestyle—Cottage Life, Our Canada and Zoomer.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 3.9 5.1 76 Agriculture 1.2 1.5 83 Kids under 5 16.0 16.8 95 5 to 14 8.6 10.8 80 White Collar 16.8 22.3 75 5 to 9 17.8 17.9 99 15 to 24 9.8 11.9 82 Grey Collar 21.4 25.2 85 10 to 14 17.6 17.6 100 25 to 44 21.6 27.2 80 Blue Collar 12.6 16.2 78 15 to 19 17.8 17.5 101 45 to 64 26.9 26.9 100 Education 20 to 24 12.8 13.4 95 65 to 74 15.0 10.4 144 No High School 17.9 16.5 108 25+ 18.1 16.7 109 75 to 84 9.8 5.4 182 High School 30.3 26.6 114 85+ 4.4 2.3 189 Trade School 9.0 9.2 97 Dwellings Home Language College 23.5 20.0 118 Tenure English 95.3 67.4 141 Some University 1.8 2.3 78 Own 64.1 67.7 95 French 1.6 20.1 8 University 17.6 25.4 69 Rent 35.7 31.9 112 Non‐Official 3.1 12.4 25 Income Band Housing 0.2 0.4 51 Immigration Avg Hhd Income $80,581 $104,603 77 Period of Construction Immigrant Population 12.1 23.0 52 Before 1960 26.1 20.7 126 Before 2001 69.8 47.6 146 Households 1961 to 1980 32.1 28.7 112 2001 to 2005 5.3 10.5 50 Maintainer Age 1981 to 1990 11.7 12.9 91 2006 to 2010 6.6 12.0 55 Under 25 2.5 3.0 83 1991 to 2000 11.5 12.1 95 2011 to 2016 8.3 13.8 60 25 to 34 10.6 14.6 73 2001 to 2005 4.6 6.4 71 2017 to present 10.1 16.0 63 35 to 44 11.6 17.6 66 2006 to 2010 5.1 7.2 72 Visible Minority 45 to 54 13.8 18.1 76 2011 to 2016 4.1 6.7 61 Vis Min Presence 6.4 25.8 25 55 to 64 19.9 20.3 98 2017 to present 4.8 5.3 91 Marital Status 65 to 74 20.9 15.5 134 Type Single 24.0 29.0 83 75+ 20.7 11.0 189 Single‐detached 53.6 52.8 102 Married/Common Law 54.8 56.9 96 Size Semi‐detached 5.0 5.0 99 Wid/Div/Sep 21.2 14.1 151 1 person 36.8 28.3 130 Row 6.3 6.6 95 Mode of Transport 2 people 38.9 34.3 113 Duplex 4.8 5.7 85 Car 85.6 78.5 109 3 people 11.8 15.2 77 Lowrise (<5 Stories) 19.2 18.1 106 Public Transit 3.8 13.0 29 4+ people 12.5 22.2 56 Highrise (5+ Stories) 8.2 10.2 81 Class of worker Family Status Mobile 2.6 1.3 192 Employed 48.3 61.2 79 Non‐Family 40.1 32.6 123 Couples with Kids 18.5 29.4 63 Couples, no Kids 31.3 27.2 115 *Index of 100 is average Lone‐Parent 10.1 10.8 94

Lower‐Middle Suburban Francophone features three segments of older francophone households living in established communities across Quebec. Most of the maintainers are over 55 with households typically containing singles, married and common‐law couples. No social group has more French‐speaking residents. With their mixed college, primary and trade school educations, their incomes are close to the national average earned from varied occupations. They also follow national rates for homeownership, living in a mix of singles, semis, duplexes and low‐rise apartments. To get to work, most hop in a car, usually an Asian compact or subcompact. Like other francophone groups, Lower‐Middle Suburban Francophone features a casual lifestyle. Residents get their exercise by bicycling, cross‐country skiing and hiking. For a night out, they head for a theatre, comedy club, outdoor stage or bingo hall. At home, TV is their prime source of entertainment, especially soaps, family dramas, sci‐fi fantasies and nature programs. They also read newspapers, both print and online. And they’ll go online using a tablet to play games, pay bills, read magazines and access social media sites.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.7 5.1 91 Agriculture 1.4 1.5 91 Kids under 5 17.3 16.8 102 5 to 14 10.5 10.8 98 White Collar 19.4 22.3 87 5 to 9 19.6 17.9 109 15 to 24 10.1 11.9 85 Grey Collar 24.4 25.2 97 10 to 14 18.5 17.6 105 25 to 44 24.3 27.2 90 Blue Collar 16.9 16.2 104 15 to 19 17.2 17.5 98 45 to 64 28.0 26.9 104 Education 20 to 24 12.7 13.4 95 65 to 74 13.3 10.4 128 No High School 19.4 16.5 118 25+ 14.7 16.7 88 75 to 84 6.8 5.4 126 High School 23.3 26.6 88 85+ 2.2 2.3 95 Trade School 20.2 9.2 219 Dwellings Home Language College 19.1 20.0 96 Tenure English 2.7 67.4 4 Some University 2.7 2.3 118 Own 67.7 67.7 100 French 96.1 20.1 478 University 15.2 25.4 60 Rent 32.3 31.9 101 Non‐Official 1.2 12.4 9 Income Band Housing 0.1 0.4 14 Immigration Avg Hhd Income $82,644 $104,603 79 Period of Construction Immigrant Population 3.5 23.0 15 Before 1960 19.1 20.7 92 Before 2001 41.4 47.6 87 Households 1961 to 1980 34.4 28.7 120 2001 to 2005 12.5 10.5 119 Maintainer Age 1981 to 1990 14.0 12.9 108 2006 to 2010 14.3 12.0 119 Under 25 3.0 3.0 99 1991 to 2000 11.0 12.1 91 2011 to 2016 14.8 13.8 107 25 to 34 13.2 14.6 90 2001 to 2005 4.7 6.4 74 2017 to present 16.9 16.0 106 35 to 44 15.8 17.6 90 2006 to 2010 6.4 7.2 89 Visible Minority 45 to 54 15.7 18.1 87 2011 to 2016 6.4 6.7 96 Vis Min Presence 3.1 25.8 12 55 to 64 21.2 20.3 105 2017 to present 4.1 5.3 76 Marital Status 65 to 74 18.8 15.5 121 Type Single 26.6 29.0 92 75+ 12.3 11.0 112 Single‐detached 54.9 52.8 104 Married/Common Law 58.7 56.9 103 Size Semi‐detached 6.3 5.0 126 Wid/Div/Sep 14.7 14.1 104 1 person 30.8 28.3 109 Row 2.6 6.6 39 Mode of Transport 2 people 40.2 34.3 117 Duplex 7.4 5.7 130 Car 89.3 78.5 114 3 people 14.0 15.2 92 Lowrise (<5 Stories) 26.5 18.1 146 Public Transit 4.0 13.0 31 4+ people 14.9 22.2 67 Highrise (5+ Stories) 0.5 10.2 5 Class of worker Family Status Mobile 1.3 1.3 97 Employed 59.5 61.2 97 Non‐Family 34.1 32.6 105 Couples with Kids 23.6 29.4 80 Couples, no Kids 31.6 27.2 116 *Index of 100 is average Lone‐Parent 10.6 10.8 99

The three segments that make up Town Mix are found in low‐density towns across Canada. Maintainers can be young or old, income levels range from upper‐ middle to downscale, and household types run the gamut—singles, couples, families and lone‐parent. This group includes a segment that’s home to the highest concentration of indigenous people, with nearly 40 percent identifying as aboriginal people—eight times the national average. Residents typically live in single‐family and mobile homes, and band housing. Educational levels are modest—the group has the highest concentration of residents with a less‐than‐ ninth‐grade education—and workers are nearly two‐and‐a‐half times more likely to hold jobs in primary occupations. At home, these residents enjoy making crafts, sewing and gardening. But they also spend a lot of time outdoors, with high rates for boating, fishing, hunting, camping and cross‐country skiing. With their small towns lacking cultural amenities, these Canadians take long drives to attend a community theatre production, country music concert or craft show. Otherwise, TV and radio are their main sources of media and entertainment.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 6.4 5.1 125 Agriculture 3.1 1.5 209 Kids under 5 19.4 16.8 115 5 to 14 12.9 10.8 119 White Collar 17.5 22.3 78 5 to 9 19.9 17.9 111 15 to 24 12.2 11.9 103 Grey Collar 22.9 25.2 91 10 to 14 19.0 17.6 108 25 to 44 23.4 27.2 86 Blue Collar 18.1 16.2 112 15 to 19 17.1 17.5 98 45 to 64 25.8 26.9 96 Education 20 to 24 10.3 13.4 77 65 to 74 10.5 10.4 101 No High School 29.6 16.5 179 25+ 14.2 16.7 85 75 to 84 5.6 5.4 105 High School 26.2 26.6 98 85+ 3.1 2.3 136 Trade School 10.8 9.2 117 Dwellings Home Language College 20.2 20.0 101 Tenure English 84.4 67.4 125 Some University 1.9 2.3 81 Own 64.5 67.7 95 French 4.5 20.1 22 University 11.3 25.4 45 Rent 26.5 31.9 83 Non‐Official 11.2 12.4 90 Income Band Housing 9.0 0.4 2164 Immigration Avg Hhd Income $82,958 $104,603 79 Period of Construction Immigrant Population 5.8 23.0 25 Before 1960 21.5 20.7 104 Before 2001 62.5 47.6 131 Households 1961 to 1980 30.3 28.7 106 2001 to 2005 6.5 10.5 61 Maintainer Age 1981 to 1990 14.2 12.9 110 2006 to 2010 9.3 12.0 78 Under 25 3.2 3.0 107 1991 to 2000 13.4 12.1 111 2011 to 2016 11.4 13.8 82 25 to 34 13.5 14.6 93 2001 to 2005 5.1 6.4 80 2017 to present 10.3 16.0 65 35 to 44 15.6 17.6 88 2006 to 2010 5.7 7.2 80 Visible Minority 45 to 54 17.5 18.1 97 2011 to 2016 5.2 6.7 78 Vis Min Presence 3.1 25.8 12 55 to 64 21.3 20.3 105 2017 to present 4.6 5.3 86 Marital Status 65 to 74 17.1 15.5 110 Type Single 30.0 29.0 104 75+ 11.8 11.0 107 Single‐detached 74.1 52.8 140 Married/Common Law 55.5 56.9 98 Size Semi‐detached 4.8 5.0 95 Wid/Div/Sep 14.5 14.1 103 1 person 25.9 28.3 92 Row 4.9 6.6 75 Mode of Transport 2 people 34.7 34.3 101 Duplex 2.6 5.7 45 Car 81.6 78.5 104 3 people 14.8 15.2 97 Lowrise (<5 Stories) 7.1 18.1 39 Public Transit 2.0 13.0 15 4+ people 24.7 22.2 111 Highrise (5+ Stories) 0.5 10.2 4 Class of worker Family Status Mobile 5.8 1.3 430 Employed 55.8 61.2 91 Non‐Family 30.2 32.6 93 Couples with Kids 26.7 29.4 91 Couples, no Kids 26.9 27.2 99 *Index of 100 is average Lone‐Parent 16.2 10.8 150

Upper‐Middle Rural, the wealthiest rural group, consists of middle‐aged families and older couples drawn to the affordable, single‐detached homes of these three segments found well beyond the big cities. Most maintainers are over 55 and third‐plus‐generation Canadians. With their modest educations, residents work in a variety of blue‐collar, service sector and farm jobs earning upper‐middle incomes that go far in their country settings, especially since many no longer have children at home. In Upper‐Middle Rural, garages house two or more cars and trucks—typically domestic models—plus snowmobiling, boating, camping, fishing and hunting equipment. Residents are willing to drive some distance to attend a concert, amusement park or baseball game. Closer to home, they enjoy old‐fashioned pursuits like swimming, canoeing and making crafts. And being handy is practically a prerequisite here, with many spending weekends doing renovations and browsing home improvement stores or home shows. Relatively late tech adopters, they prefer traditional media, especially sitcoms, curling tournaments and football games on TV, and radio stations that play country music, oldies and religious programming.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 5.3 5.1 103 Agriculture 5.0 1.5 336 Kids under 5 15.9 16.8 95 5 to 14 12.0 10.8 111 White Collar 19.3 22.3 86 5 to 9 18.1 17.9 101 15 to 24 12.4 11.9 103 Grey Collar 23.7 25.2 94 10 to 14 18.8 17.6 107 25 to 44 22.5 27.2 83 Blue Collar 24.2 16.2 149 15 to 19 19.0 17.5 108 45 to 64 29.4 26.9 109 Education 20 to 24 13.5 13.4 101 65 to 74 11.6 10.4 111 No High School 17.7 16.5 107 25+ 14.6 16.7 88 75 to 84 5.2 5.4 97 High School 29.3 26.6 110 85+ 1.7 2.3 75 Trade School 10.3 9.2 112 Dwellings Home Language College 24.4 20.0 122 Tenure English 95.0 67.4 141 Some University 1.8 2.3 79 Own 87.2 67.7 129 French 1.8 20.1 9 University 16.5 25.4 65 Rent 12.1 31.9 38 Non‐Official 3.2 12.4 26 Income Band Housing 0.7 0.4 161 Immigration Avg Hhd Income $121,598 $104,603 116 Period of Construction Immigrant Population 9.1 23.0 40 Before 1960 21.9 20.7 106 Before 2001 68.3 47.6 143 Households 1961 to 1980 27.0 28.7 94 2001 to 2005 6.3 10.5 59 Maintainer Age 1981 to 1990 13.6 12.9 105 2006 to 2010 7.2 12.0 60 Under 25 1.6 3.0 54 1991 to 2000 13.8 12.1 114 2011 to 2016 6.1 13.8 45 25 to 34 10.9 14.6 75 2001 to 2005 6.5 6.4 102 2017 to present 12.1 16.0 76 35 to 44 15.8 17.6 90 2006 to 2010 6.9 7.2 96 Visible Minority 45 to 54 19.2 18.1 106 2011 to 2016 5.6 6.7 85 Vis Min Presence 3.9 25.8 15 55 to 64 23.8 20.3 117 2017 to present 4.8 5.3 90 Marital Status 65 to 74 17.8 15.5 114 Type Single 22.8 29.0 79 75+ 10.9 11.0 99 Single‐detached 89.0 52.8 169 Married/Common Law 65.4 56.9 115 Size Semi‐detached 1.8 5.0 35 Wid/Div/Sep 11.7 14.1 83 1 person 18.4 28.3 65 Row 1.5 6.6 23 Mode of Transport 2 people 39.7 34.3 116 Duplex 1.5 5.7 26 Car 93.2 78.5 119 3 people 16.0 15.2 105 Lowrise (<5 Stories) 2.6 18.1 14 Public Transit 1.7 13.0 13 4+ people 25.9 22.2 117 Highrise (5+ Stories) 0.2 10.2 2 Class of worker Family Status Mobile 3.2 1.3 239 Employed 64.5 61.2 105 Non‐Family 20.6 32.6 63 Couples with Kids 36.0 29.4 122 Couples, no Kids 35.2 27.2 129 *Index of 100 is average Lone‐Parent 8.3 10.8 77

The Rural Downscale group reflects the nation’s agrarian heartland, with the largest concentration of households located across Western Canada and the Atlantic provinces. The couples in this group tend to work at blue‐collar, farming and service sector jobs, and live in modest houses and mobile homes. With a low cost of living and a self‐sufficient streak, these families spend their leisure time fishing, hunting, gardening, sewing and doing a range of home improvement projects. They’ll splurge on an occasional trip to a dinner theatre, bingo parlour or auto race; they’re also fans of boat, RV, craft, garden and travel shows. But in their remote communities, there’s not much in the way of entertainment other than what’s found on traditional media, and residents here are a strong market for TV sports—especially golf games, curling matches, game shows, mixed martial arts and figure skating programs—and radio stations that play classic rock and country music.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.9 5.1 96 Agriculture 6.5 1.5 435 Kids under 5 17.2 16.8 102 5 to 14 10.7 10.8 100 White Collar 15.4 22.3 69 5 to 9 19.0 17.9 106 15 to 24 10.9 11.9 91 Grey Collar 19.6 25.2 78 10 to 14 19.1 17.6 109 25 to 44 21.0 27.2 77 Blue Collar 22.4 16.2 138 15 to 19 18.8 17.5 107 45 to 64 28.9 26.9 108 Education 20 to 24 10.9 13.4 81 65 to 74 14.0 10.4 134 No High School 22.7 16.5 138 25+ 14.9 16.7 89 75 to 84 6.9 5.4 129 High School 29.1 26.6 109 85+ 2.6 2.3 114 Trade School 11.6 9.2 126 Dwellings Home Language College 22.1 20.0 111 Tenure English 94.8 67.4 141 Some University 2.1 2.3 93 Own 82.8 67.7 122 French 2.6 20.1 13 University 12.3 25.4 49 Rent 15.7 31.9 49 Non‐Official 2.6 12.4 21 Income Band Housing 1.5 0.4 363 Immigration Avg Hhd Income $88,759 $104,603 85 Period of Construction Immigrant Population 6.9 23.0 30 Before 1960 24.6 20.7 119 Before 2001 64.6 47.6 136 Households 1961 to 1980 30.9 28.7 107 2001 to 2005 6.4 10.5 61 Maintainer Age 1981 to 1990 13.4 12.9 104 2006 to 2010 9.5 12.0 79 Under 25 2.4 3.0 79 1991 to 2000 12.1 12.1 100 2011 to 2016 10.7 13.8 77 25 to 34 10.2 14.6 70 2001 to 2005 4.5 6.4 70 2017 to present 8.9 16.0 56 35 to 44 13.3 17.6 75 2006 to 2010 5.5 7.2 77 Visible Minority 45 to 54 16.0 18.1 88 2011 to 2016 4.9 6.7 73 Vis Min Presence 2.5 25.8 10 55 to 64 22.6 20.3 112 2017 to present 4.1 5.3 77 Marital Status 65 to 74 20.9 15.5 135 Type Single 22.0 29.0 76 75+ 14.7 11.0 134 Single‐detached 85.6 52.8 162 Married/Common Law 63.3 56.9 111 Size Semi‐detached 1.9 5.0 38 Wid/Div/Sep 14.7 14.1 104 1 person 25.7 28.3 91 Row 1.8 6.6 27 Mode of Transport 2 people 41.8 34.3 122 Duplex 1.1 5.7 20 Car 90.9 78.5 116 3 people 13.5 15.2 89 Lowrise (<5 Stories) 3.5 18.1 20 Public Transit 1.3 13.0 10 4+ people 19.0 22.2 86 Highrise (5+ Stories) 0.1 10.2 1 Class of worker Family Status Mobile 5.6 1.3 418 Employed 53.9 61.2 88 Non‐Family 28.5 32.6 87 Couples with Kids 25.8 29.4 88 Couples, no Kids 36.6 27.2 135 *Index of 100 is average Lone‐Parent 9.0 10.8 84

Found in the remote towns of Quebec and New Brunswick, Rural Francophone contains mostly older, francophone couples and singles. The maintainers here, most of whom are over 55 years old, tend to live in inexpensive, single‐family homes built before 1980. The vast majority of group members are third‐plus‐ generation Quebecois. Those still in the workforce have parlayed modest educations—they score high for grade school and trade school—into blue‐collar, service sector and agricultural jobs. Modest incomes notwithstanding, these residents enjoy active lifestyles. They have high rates for going cycling, snowmobiling, cross‐country skiing and hiking. On weekends, they can be found at dinner theatres, outdoor stages and comedy clubs. In addition to inexpensive subcompacts and SUVs, they own snowmobiles, ATVs, campers and boats. When they finally come in from the cold, they like to watch TV—news, soaps and crime dramas—or read magazines—automotive, gardening and home improvement. Most are relatively light users of the Internet, but they’re increasingly connecting with their tablets to play games, visit health sites and respond to online classifieds.

Group Canada Index* Group Canada Index* Group Canada Index* Population %% %% %% Age Occupation Age of Children Under 5 4.5 5.1 88 Agriculture 4.4 1.5 296 Kids under 5 16.8 16.8 100 5 to 14 10.2 10.8 94 White Collar 15.1 22.3 68 5 to 9 18.9 17.9 105 15 to 24 9.4 11.9 79 Grey Collar 20.3 25.2 80 10 to 14 18.0 17.6 102 25 to 44 21.5 27.2 79 Blue Collar 22.1 16.2 136 15 to 19 17.1 17.5 98 45 to 64 30.2 26.9 112 Education 20 to 24 12.1 13.4 90 65 to 74 14.7 10.4 141 No High School 25.8 16.5 157 25+ 17.1 16.7 103 75 to 84 7.1 5.4 132 High School 23.2 26.6 87 85+ 2.4 2.3 103 Trade School 20.8 9.2 226 Dwellings Home Language College 16.9 20.0 84 Tenure English 6.8 67.4 10 Some University 2.3 2.3 101 Own 80.2 67.7 119 French 92.1 20.1 458 University 10.9 25.4 43 Rent 19.5 31.9 61 Non‐Official 1.1 12.4 9 Income Band Housing 0.3 0.4 67 Immigration Avg Hhd Income $77,323 $104,603 74 Period of Construction Immigrant Population 2.6 23.0 11 Before 1960 27.2 20.7 132 Before 2001 60.7 47.6 127 Households 1961 to 1980 30.7 28.7 107 2001 to 2005 9.4 10.5 89 Maintainer Age 1981 to 1990 12.7 12.9 99 2006 to 2010 9.8 12.0 81 Under 25 2.2 3.0 72 1991 to 2000 10.2 12.1 85 2011 to 2016 9.3 13.8 67 25 to 34 10.3 14.6 70 2001 to 2005 4.5 6.4 70 2017 to present 10.9 16.0 68 35 to 44 14.0 17.6 80 2006 to 2010 5.6 7.2 78 Visible Minority 45 to 54 15.9 18.1 88 2011 to 2016 4.9 6.7 74 Vis Min Presence 1.3 25.8 555 to 64 23.3 20.3 115 2017 to present 4.1 5.3 77 Marital Status 65 to 74 20.9 15.5 135 Type Single 24.5 29.0 85 75+ 13.4 11.0 122 Single‐detached 80.7 52.8 153 Married/Common Law 61.6 56.9 108 Size Semi‐detached 3.2 5.0 64 Wid/Div/Sep 13.8 14.1 98 1 person 29.8 28.3 105 Row 0.9 6.6 14 Mode of Transport 2 people 40.5 34.3 118 Duplex 4.4 5.7 76 Car 91.5 78.5 117 3 people 13.5 15.2 89 Lowrise (<5 Stories) 8.1 18.1 45 Public Transit 1.5 13.0 12 4+ people 16.2 22.2 73 Highrise (5+ Stories) 0.1 10.2 1 Class of worker Family Status Mobile 1.9 1.3 145 Employed 55.4 61.2 91 Non‐Family 32.0 32.6 98 Couples with Kids 24.6 29.4 84 Couples, no Kids 34.1 27.2 125 *Index of 100 is average Lone‐Parent 9.3 10.8 87